Date of Conferral

9-12-2025

Degree

Doctor of Business Administration (D.B.A.)

School

Information Systems and Technology

Advisor

Rocky Dwyer

Abstract

Disparities in broadband access and the reliability of services are still a major issue for communities throughout the United States. Broadband information technology (IT) managers often lack effective customer retention strategies, which can seriously impact their organization's growth and profitability. This pragmatic qualitative project, grounded in Morgan and Hunt’s commitment-trust theory of relationship marketing, was to explore strategies employed by IT managers at broadband companies to retain customers and ensure financial viability and sustainability. The study included semistructured interviews with 10 IT managers from broadband providers in the Philadelphia region of the United States who possessed relevant expertise involving customer retention. Data was collected and analyzed using thematic analysis. Six themes emerged from the analysis: customer engagement, responsiveness to feedback, participatory customer involvement, accurate performance metrics, transparent communication, and leadership alignment. A central recommendation is for IT managers to adopt innovative communication strategies that foster stronger customer relationships and increase profitability. The implications for positive social change include the potential for IT managers to improve customer service that enhances digital access and equity for underserved communities, including seniors and financially challenged populations.

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